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Michal LeszczynskiContent Marketing Manager @GetResponse

Fresh find

Welcome emails

82.57%Open rate

22.76%Click-through rate

Location & industry

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Average results by continent

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Oceania

Open rate 22.58%

Click-through rate 3.30%

Click-to-open rate 14.62%

Unsubscribe rate 0.30%

Spam rate 0.01%

North America

Open rate 20.78%

Click-through rate 3.41%

Click-to-open rate 16.40%

Unsubscribe rate 0.21%

Spam rate 0.02%

Europe

Open rate 26.77%

Click-through rate 4.58%

Click-to-open rate 17.12%

Unsubscribe rate 0.28%

Spam rate 0.02%

Africa

Open rate 19.21%

Click-through rate 2.71%

Click-to-open rate 14.12%

Unsubscribe rate 0.15%

Spam rate 0.01%

Asia

Open rate 22.11%

Click-through rate 3.20%

Click-to-open rate 14.47%

Unsubscribe rate 0.15%

Spam rate 0.01%

South America

Open rate 28.34%

Click-through rate 3.85%

Click-to-open rate 13.59%

Unsubscribe rate 0.16%

Spam rate 0.02%

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Continent

Open rate

Click-through rate

Click-to-open rate

Unsubscribe rate

Spam rate

All

23.67%

3.83%

16.18%

0.23%

0.02%

Segmentation and focus – email marketing across continents

The latest email marketing data across continents doesn’t let us down. In fact, it reveals that focusing on your subscriber and their geolocation are worth considering when you’re catering to a truly global audience.

For instance, Europe beats North America hands down – in everything: the open, click, and complaint rate.

What's more, the 4 times smaller population of Oceania sends nearly as many messages as the 1.3 billion big Africa.

So, what can you do to beat the average benchmarks?

Try modifying your offer, play with calls to action and email design – one size fits all won’t take you further than average in email marketing.

Przemysław Depka ProndzinskiContent Marketing Manager @GetResponse

Average results by country

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Country

Open rate

Click-through rate

Click-to-open rate

Unsubscribe rate

Spam rate

Australia

26.14%

3.89%

14.87%

0.32%

0.01%

Belgium

22.34%

4.28%

19.15%

0.21%

0.01%

Brazil

30.02%

4.57%

15.22%

0.19%

0.02%

Canada

23.59%

4.73%

20.04%

0.23%

0.02%

Colombia

27.78%

3.30%

11.88%

0.12%

0.01%

France

35.68%

6.26%

17.54%

0.38%

0.02%

Germany

29.31%

5.25%

17.91%

0.32%

0.01%

Great Britain

21.28%

3.14%

14.75%

0.25%

0.01%

India

17.18%

2.44%

14.18%

0.17%

0.01%

Indonesia

21.01%

2.38%

11.32%

0.10%

0.00%

Israel

21.86%

3.27%

14.94%

0.22%

0.01%

Italy

32.75%

4.81%

14.69%

0.30%

0.01%

Malaysia

21.96%

2.71%

12.33%

0.16%

0.01%

Mexico

27.06%

3.50%

12.94%

0.16%

0.02%

Netherlands

41.84%

7.08%

16.92%

0.49%

0.01%

Peru

24.02%

2.50%

10.41%

0.11%

0.01%

Philippines

20.71%

2.51%

12.12%

0.26%

0.01%

Poland

25.23%

4.13%

16.38%

0.24%

0.02%

Romania

18.02%

3.11%

17.25%

0.15%

0.01%

Russia

24.04%

5.64%

23.47%

0.27%

0.08%

Singapore

18.02%

3.52%

19.53%

0.13%

0.01%

Spain

35.93%

5.07%

14.10%

0.32%

0.02%

Ukraine

28.92%

6.19%

21.41%

0.30%

0.05%

United States

19.86%

3.11%

15.65%

0.21%

0.02%

Vietnam

29.65%

4.40%

14.84%

0.09%

0.01%

All

23.67%

3.82%

16.12%

0.22%

0.02%

The impact of GDPR

We predicted the GDPR would affect email marketing performance across the globe. But we didn’t foresee just how big that impact would be.

Compared to our previous report, we can see a significant drop in average opens and clicks for most countries. This may be because many marketers – afraid of the impact of stricter regulations – got back in touch with old subscribers. However, that should have sparked higher unsubscribe and complaint rates, which we didn’t see in this report.

Putting that aside, there are of course clear winners. The Netherlands, France, and Spain usually observe similar results to those we see now. But Germany has surprisingly fallen from top spot. This could is a once-off, but let’s wait and see what the data looks like in Q3 – after the GDPR dust settles.

In any case, you should always consider the market you’re targeting and compare your results to those observed in your country. Customer preferences are different across markets, so comparing your campaigns to those outside of your market may not be ideal.

Mateusz RuzikProduct Manager @GetResponse

Average results by industry

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Industry

Open rate

Click-through rate

Click-to-open rate

Unsubscribe rate

Spam rate

Agencies

22.48%

2.88%

12.80%

0.23%

0.02%

Arts & Entertainment

33.71%

5.91%

17.55%

0.26%

0.02%

Automotive

17.69%

2.44%

13.80%

0.30%

0.01%

Communications

26.74%

5.34%

19.96%

0.14%

0.01%

Education

31.90%

5.34%

16.73%

0.25%

0.03%

Financial Services

26.84%

4.88%

18.18%

0.24%

0.02%

Health & Beauty

24.09%

4.03%

16.74%

0.28%

0.02%

Health Care

32.49%

5.35%

16.46%

0.34%

0.04%

Internet Marketing

15.82%

2.58%

16.28%

0.21%

0.01%

Legal Services

30.66%

3.46%

11.28%

0.24%

0.03%

Non-profits

37.54%

4.65%

12.39%

0.22%

0.02%

Publishing

32.17%

6.90%

21.44%

0.19%

0.01%

Real Estate

27.57%

3.05%

11.08%

0.20%

0.02%

Restaurants & Food

41.37%

5.62%

13.59%

0.28%

0.02%

Retail

22.86%

3.72%

16.29%

0.22%

0.02%

Sports & Activities

32.01%

4.33%

13.52%

0.28%

0.02%

Technology & High Tech

25.96%

3.95%

15.23%

0.29%

0.01%

Travel

23.06%

2.84%

12.30%

0.21%

0.02%

All

23.67%

3.84%

16.20%

0.23%

0.02%

A niche means smaller lists and more opens

When comparing your average email open and click-through rates, look at other companies within your industry.

Things like legal regulations, competition, or simply the nature of the industry will affect average performance.

In terms of trends, we’re seeing a global drop in average performance across most industries. I suspect it’s related to the sudden GDPR flurry, but we won’t know ‘til after next quarter.

So for now, let’s focus on tailoring our communications to customers’ needs.

Mateusz RuzikProduct Manager @GetResponse

Landing page conversion by industry

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Industry

Average conversion rate

Agencies

6.63%

Arts & Entertainment

7.95%

Automotive

4.84%

Communications

6.84%

Education

7.11%

Financial Services

4.36%

Health & Beauty

6.71%

Health Care

5.44%

Internet Marketing

5.66%

Legal Services

7.55%

Non-profits

6.51%

Publishing

12.38%

Real Estate

7.19%

Restaurants & Food

6.80%

Retail

5.93%

Sports & Activities

10.26%

Technology & High Tech

7.67%

Travel

4.28%

All

6.89%

Earn trust for landing page success

Compared to last quarter, legal services had an almost 70% increase in conversions. So we can say the industry still benefits from copy that evokes trust.

The travel industry has also increased average conversions, which is expected at the start of the holiday season. It’s worth creating seasonal offers to take advantage of the hype.

Once again, I want to stress how important it is to research both your audience and your competition to build successful lead generation campaigns.

Use it as a starting point and a benchmark for your work. If you're in sports and activities, publishing, or legal services, then you can safely aim for a 10% conversion rate.

Sezgin HergülProduct Marketing Specialist @GetResponse

Use of double opt-in by industry

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Industry

double opt-in

single opt-in

Agencies

0.97%

99.03%

Arts & Entertainment

2.92%

97.08%

Automotive

0.11%

99.89%

Communications

0.31%

99.69%

Education

15.24%

84.76%

Financial Services

2.86%

97.14%

Health & Beauty

3.45%

96.55%

Health Care

2.17%

97.83%

Internet Marketing

4.34%

95.66%

Legal services

0.09%

99.91%

Non-profits

7.00%

93.00%

Publishing

3.99%

96.01%

Real Estate

0.51%

99.49%

Restaurants & Food

0.64%

99.36%

Retail

2.44%

97.56%

Sports and Activities

2.26%

97.74%

Technology & High Tech

1.99%

98.01%

Travel

1.02%

98.98%

Double opt-in: an underrated growth tool

I’m a huge fan of double opt-in. Lean lists mean better results, and email deliverability is so much better when you have proven your list with double opt-in. It’s also a good security measure, to prevent anyone from injecting spam traps or sending other harmful emails to your list.

Unfortunately, it appears many marketers used single opt-in lists this quarter. This could partly explain why we’ve seen such a drop in global opens and clicks.

Why have they gone for single opt-in? My bet is they wanted to maximize their list size before the new GDPR regulations. Many will now have to adjust their approach to gain customer consent. So hopefully in Q3, we’ll see a rise in double opt-in use – and greater takeup of tools like the GetResponse GDPR fields.

Mateusz RuzikProduct Manager @GetResponse

Time & frequency

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Results by hour of day

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Hour of day

Open rate

Click-through rate

Click-to-open rate

% of messages

1 AM

14.07%

2.22%

15.76%

0.86%

2 AM

9.78%

2.65%

27.06%

1.46%

3 AM

14.92%

2.17%

14.58%

1.15%

4 AM

20.53%

3.10%

15.08%

1.48%

5 AM

21.76%

3.39%

15.59%

2.65%

6 AM

22.11%

3.14%

14.22%

4.03%

7 AM

20.83%

2.94%

14.13%

6.58%

8 AM

22.27%

3.50%

15.74%

8.11%

9 AM

22.61%

3.14%

13.89%

8.58%

10 AM

23.19%

3.49%

15.05%

7.71%

11 AM

23.86%

3.44%

14.41%

6.85%

12 AM

21.78%

3.15%

14.47%

5.98%

1 PM

22.45%

3.12%

13.92%

5.39%

2 PM

22.70%

3.04%

13.38%

5.66%

3 PM

21.95%

3.07%

13.99%

5.84%

4 PM

22.55%

3.22%

14.27%

4.91%

5 PM

22.43%

3.38%

15.08%

4.73%

6 PM

20.80%

3.72%

17.90%

4.44%

7 PM

21.15%

3.36%

15.88%

3.71%

8 PM

19.65%

2.82%

14.34%

2.82%

9 PM

19.92%

2.89%

14.51%

2.45%

10 PM

16.58%

2.44%

14.73%

1.98%

11 PM

18.51%

2.83%

15.27%

1.46%

12 PM

19.02%

2.88%

15.15%

1.18%

When’s the best time to send emails?

Short answer: it depends.

In general, there seem to be two time slots you could aim for. The first is around 11AM – shortly after people arrive at work and have their morning coffee.

The second slot is around 2PM. This could be because people are catching up on email after lunch.

Like our last reports, we're again seeing an increase in engagement rates later in the afternoon, around 5PM when many of us return home.

This might mean that especially in the holiday season, you can capture your audience’s attention even later during the day, when they're most likely to buy online.

Just remember every audience is different! You can find out the best time to contact your email subscribers by checking your analytics – or using the Perfect Timing or Time Travel features.

Michal LeszczynskiContent Marketing Manager @GetResponse

Results by day of week

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Day of week

% of messages

Open rate

Click-through rate

Click-to-open rate

Monday

15.55%

22.45%

3.27%

14.56%

Tuesday

17.13%

22.21%

3.29%

14.80%

Wednesday

16.31%

21.76%

3.12%

14.32%

Thursday

17.21%

22.27%

3.34%

15.00%

Friday

15.93%

22.62%

3.36%

14.85%

Saturday

9.22%

18.27%

2.60%

14.22%

Sunday

8.65%

19.02%

2.89%

15.22%

What's the best day to send emails? It's different for opens and clicks.

Our data says Friday.

In our Q2 report, Friday had the highest average open and click through rates. Monday came in second.

Interestingly, Tuesday used to take the lead.

Bear in mind the answer’s not that simple, and it could be different for you.

It always depends on who you want to reach and how they behave. When do they have time to read and act on your messages? Is it the same time every day – or does it vary day to day? It's hard to say.

If you ask me, Friday sounds a bit counterintuitive. But if the data says so, all we can do is test it or accept it.

And if you do run an A/B test, remember to look beyond opens and clicks. Include conversion rates, as that's what you're really looking to improve.

Michal LeszczynskiContent Marketing Manager @GetResponse

Number of newsletters per week

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# of newsletters

Open rate

Click-through rate

Click-to-open rate

% of messages

1

34.00%

5.17%

15.20%

50.11%

2

28.34%

4.03%

14.21%

19.71%

3

25.23%

3.28%

13.00%

9.54%

4

23.24%

3.29%

14.16%

5.67%

5

20.98%

3.50%

16.68%

3.94%

6

18.97%

2.73%

14.37%

2.87%

7

19.38%

2.89%

14.91%

2.59%

8

19.77%

2.65%

13.39%

1.41%

9

19.05%

2.76%

14.49%

0.88%

10

17.61%

2.42%

13.76%

0.70%

11

18.28%

3.01%

16.46%

0.55%

12

16.53%

2.33%

14.07%

0.49%

13

14.58%

1.92%

13.20%

0.46%

14

11.93%

1.95%

16.36%

0.79%

15

14.61%

1.89%

12.97%

0.31%

The fewer, the better

You might be familiar with the quote, “In sales, persistence pays off”.

Is it also true for email marketing? Without knowing conversion rates, we say it’s email relevance that pays off. Why?

Your audience will reward you with higher open and click rates if you don't send more than five newsletters a week.

Bear in mind we’re only talking about percentages here. When analyzing your messages, you should also look at the total number of conversions.

It may turn out that sending one more message lowers your opens and increases unsubscribe rates. Or it could generate more conversions, outweighing the cost to land new subscribers. This is especially the case with high-value offerings, where each sale makes a big difference to revenue.

The trick is to understand the customer journey, and create marketing automation workflows that match every stage. For example, B2B sales cycles are usually complex and might even extend into years. They call for long email sequences that seize every potential opportunity to address your audience’s needs.

When planning your email marketing communication, start with your subscribers. Which of their problems do you solve? How exactly can you help them? What do they need to know to help them decide to buy your product? The answers will fuel your automated email campaigns – and convert your prospects into satisfied customers.

Irek KlimczakContent Marketing Expert @GetResponse

Email opens over time

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Opens by hour

% of all message opens

Cumulative %

% of all message clicks

Cumulative %

0

18.80%

18.80%

30.51%

30.51%

1

8.66%

27.46%

8.00%

38.51%

2

6.03%

33.49%

5.51%

44.02%

3

4.67%

38.17%

4.36%

48.39%

4

3.69%

41.86%

3.37%

51.76%

5

3.04%

44.90%

2.76%

54.52%

6

2.57%

47.47%

2.33%

56.85%

7

2.25%

49.72%

2.07%

58.92%

8

1.98%

51.70%

1.86%

60.78%

9

1.78%

53.48%

1.68%

62.46%

10

1.64%

55.12%

1.57%

64.03%

11

1.52%

56.63%

1.48%

65.51%

12

1.43%

58.06%

1.37%

66.88%

13

1.34%

59.39%

1.28%

68.16%

14

1.26%

60.66%

1.23%

69.39%

15

1.17%

61.83%

1.14%

70.53%

16

1.09%

62.92%

1.04%

71.56%

17

1.04%

63.95%

0.98%

72.54%

18

0.99%

64.95%

0.94%

73.49%

19

0.98%

65.93%

0.92%

74.41%

20

0.99%

66.91%

0.92%

75.32%

21

1.01%

67.92%

0.95%

76.28%

22

1.04%

68.96%

0.99%

77.27%

23

0.99%

69.95%

0.89%

78.16%

24

0.91%

70.86%

0.74%

78.90%

25+

29.14%

100.00%

21.10%

100.00%

Being on time still matters!

Sending messages at the right time is crucial if you want to get noticed in overcrowded inboxes. According to our data, almost 19% of all messages are opened in the very first hour after sending. With each hour your chances of getting more opens are diminishing. To know when to send your emails, you should know your audience. But how do you pick the right time for a large list and send when they check their inbox? Perfect Timing can help.

Give it two to three days before reaching a verdict. But if your offers are time sensitive, try to send them on time!

Przemysław Depka ProndzinskiSenior Account Manager @GetResponse

Tactics

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Average results by message type

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Triggered

Open rate 45.88%

Click−through rate 10.38%

Click−to−open rate 22.62%

Unsubscribe rate 0.56%

Spam rate 0.05%

Autoresponder

Open rate 33.59%

Click−through rate 6.83%

Click−to−open rate 20.33%

Unsubscribe rate 0.38%

Spam rate 0.03%

Newsletter

Open rate 21.61%

Click−through rate 3.18%

Click−to−open rate 14.71%

Unsubscribe rate 0.20%

Spam rate 0.02%

RSS

Open rate 25.00%

Click−through rate 6.08%

Click−to−open rate 24.32%

Unsubscribe rate 0.11%

Spam rate 0.01%

Relevance is the key to high engagement

To be relevant, you need to know your audience (specifically their information needs and preferences). That’s why marketing automation cycles bring the best results.

With marketing automation, you can collect important data along the customer journey – and use it to segment your list and personalize your content. For instance, you can add tags to your contacts based on the products they click and browse. The more actionable data you have, the more relevant your messages will be.

Irek KlimczakContent Marketing Expert @GetResponse

Use of video

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Open rate 30.02%

Click-through rate 5.67%

Unsubscribe rate 0.25%

Spam rate 0.03%

Open rate 38.68%

Click-through rate 6.89%

Unsubscribe rate 0.30%

Spam rate 0.01%

Open rate 6.13%

Click-through rate 0.72%

Unsubscribe rate 0.13%

Spam rate 0.02%

Other / None

Open rate 23.15%

Click-through rate 3.69%

Unsubscribe rate 0.23%

Spam rate 0.02%

Waiting for email clients

Emails with video still bring the best results.

But not all email clients support it, which is why only around 8% of the emails our customers send contain links to videos.

For now, the best workaround is to use an image (maybe even an animated GIF) that looks like a video player and links to your page. That way, you'll boost your click-throughs and enhance your contacts’ experience.

As soon as Google implements this feature (they haven't said when), it will spread to most major email clients.

Mateusz RuzikProduct Manager @GetResponse

Number of characters in email subject lines

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Subject line length

Open rate

Click-through rate

% of messages

240 - 249

29.77%

5.80%

0.01%

230 - 239

25.95%

3.32%

0.03%

220 - 229

23.24%

4.20%

0.04%

210 - 219

25.32%

4.69%

0.04%

200 - 209

24.32%

4.99%

0.05%

190 - 199

22.90%

4.48%

0.09%

180 - 189

22.08%

4.17%

0.11%

170 - 179

23.02%

4.51%

0.13%

160 - 169

21.58%

4.14%

0.20%

150 - 159

23.53%

4.87%

0.29%

140 - 149

23.35%

4.65%

0.44%

130 - 139

23.97%

4.46%

0.67%

120 - 129

26.43%

4.80%

0.96%

110 - 119

26.58%

4.90%

1.40%

100 - 109

25.29%

4.83%

2.12%

90 - 99

26.35%

4.55%

3.07%

80 - 89

24.83%

4.12%

4.88%

70 - 79

24.90%

3.98%

7.25%

60 - 69

23.86%

4.05%

10.64%

50 - 59

23.52%

3.85%

14.99%

40 - 49

23.32%

3.73%

17.24%

30 - 39

23.08%

3.75%

18.00%

20 - 29

23.19%

3.50%

12.20%

10 - 19

21.63%

3.01%

4.59%

1 - 9

23.48%

2.70%

0.54%

Give the reader an idea of what’s inside

Your subject lines need to be compelling enough to get people to open the email. So in most cases, it’s not about the length of the subject line but rather conveying the message.

The title of the email should give the reader an idea of what’s inside. If the content is relevant to your audience, it's easy to come up with a subject line that scores a high open rate.

Bear in mind that some email clients, especially those on mobile devices, show fewer characters and may cut out some of the words from your subject lines.

Remember that when crafting your messages, and consider adding the most important information to the start of your subject lines. Then you can be sure your message is seen.

Irek KlimczakContent Marketing Expert @GetResponse

Emoji in email subject lines

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Emoji

% of messages

Open rate

YES

8.69%

25.46%

NO

91.31%

23.50%

Emojis don't bite!

Still scared of using emojis in your subject lines? You’re not alone. Our statistics confirms only about 9% of messages include the little icons.

Even if you’re not a big emoji fan and feel it doesn’t fit your brand, this quarter’s results confirm it’s worth a shot. Here’s what to keep in mind using emojis:

Use emojis that make sense for your email

Don’t go overboard

Run an A/B test to check your results

Emojis in subject lines can improve open rates, attract subscribers and much more. They can also help you express an idea with less space – crucial in the mobile era. I hope we’ll know more about emojis next quarter, so test them out and let’s see what works.

Przemysław Depka ProndzinskiSenior Account Manager @GetResponse

Personalization in email subject lines

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Personalized?

% of messages

Open rate

YES

12.20%

24.43%

NO

87.80%

23.57%

Hey, you! Here's why subject line personalization matters

Even though 88% of marketers don’t personalize their email subject lines, it’s still worth doing.

Those who did (12%) enjoyed an almost 4% higher open rate.

Every email marketer wants happy and engaged contacts

Happy contacts = more engagement and revenue potential.

So be authentic, and take the time to show your contacts they really matter.

How?

By personalizing your subject lines, for starters.

Przemysław Depka ProndzinskiSenior Account Manager @GetResponse

Preheader

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Preheader?

% of messages

Open rate

Click-through rate

Click-to-open rate

YES

11.35%

29.67%

5.32%

17.94%

NO

88.65%

22.90%

3.65%

15.93%

Use a preheader to expand on the subject line

Use a preheader as an extension of the subject line, and you’ll increase the chances of getting your email opened. Here’s an example from Interaction-Design.org:

As you can see, the subject and the preheader combine to tell the story.

In fact, you should make use of all the elements that subscribers see in the inbox before they open the email. Used well, the so-called envelope (sender, subject line, and preheader) can make a difference.

And your average open rates will reflect that.

Irek KlimczakContent Marketing Expert @GetResponse

Personalization in email body

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Personalized?

% of messages

Open rate

Click-through rate

Click-to-open rate

YES

28.09%

27.03%

4.46%

16.50%

NO

71.91%

22.36%

3.61%

16.15%

Personalized content influences clicks and conversions

When personalizing body content, we should look to the click-through and click-to-open rates.

Why? Because to see the copy, you need to open the email first!

So how does personalized email body copy influence clicks?

The click-to-open rate will tell you if you should send tailored messages to your audience with tailored messages, or if it’s not worth it.

The report data suggests personalizing the body copy can help boost both CTRs and CTORs. Quarter after quarter, personalized emails outperform regular newsletters. So my advice is to at least try to include it in your most important campaigns.

Mateusz RuzikProduct Manager @GetResponse

Welcome emails

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Open rate

Click-through rate

Unsubscribe rate

Spam rate

82.57%

22.76%

1.34%

0.08%

Use welcome emails as your secret weapon to high conversions

If you could only send one email to your audience, make it a welcome message.

Why? Because according to our latest data, the average open rates for welcome emails are over 80%! The click-through rates aren't bad either, scoring almost 23%.

Although the average performance results for welcome emails were higher in Q1 2018, that's still something. We’re talking more than four times as many opens and clicks compared to other emails.

Why? Because we expect welcome emails to land in our inbox – to confirm our signup or purchase.

Sure, they’re sent less frequently, which made our sample much smaller and partly affected our results. But that doesn’t make them any less valuable.

Best of all, setting them up is super easy – especially if you use marketing automation workflow templates.

Oh, did I mention they’re great for boosting your email deliverability? Keep that in mind, too.

Michal LeszczynskiContent Marketing Manager @GetResponse

Image-based vs. text-based emails

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Has Graphic?

% of message opens

Open rate

Click-through rate

Unsubscribe rate

Spam rate

YES

67.91%

26.10%

4.22%

0.24%

0.02%

NO

32.09%

18.51%

3.06%

0.21%

0.01%

Versatility and relevance matter

Should your email marketing campaigns be text or image based? It’s a great question – with a not-so-simple answer.

We tried to split our customers’ sent emails into those with images versus those without. The problem? We don't know the image sizes. Was it a simple logo – or was the entire email an image?

What the data does suggest is that image-based emails perform better – both in terms of the average open and click-through rates.

But once again, this might not be the case for your audience.

I suggest making your communication more versatile, try both approaches, and A/B test individual messages to find your winning strategy.

Email lists: when quality beats quantity!

When it comes to email lists, email marketers have long preached the importance of quality over quantity. Is this still true? Without knowing the overall conversion rates, it's hard to say for sure.

What we can see clearly, though, is that marketers with smaller lists are better at engaging their audience, and their messages tend to get higher average open and click-through rates. In fact, this trend's been visible over the last two quarters.

The lesson? When you're growing your lists, don't lose touch with your customers! Build relationships just like you would if you were running a corner store. Personalize your subscriber experience and make sure the conversation keeps delivering value to them. Your audience will appreciate it and pay you back with interest.

Michal LeszczynskiContent Marketing Manager @GetResponse

Types of email clients

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Type

% of message opens

% of message clicks

Mobile

25.53%

42.81%

Desktop (e.g. Apple Mail)

16.95%

29.25%

Web-based (e.g. Gmail)

57.52%

27.93%

Design for all devices, with your CTA in mind

The data clearly shows people use email on all devices, with a strong trend towards mobile.